Sinch Enhances AI Communication with Groundbreaking Model Context Protocol

In a significant advancement for artificial intelligence (AI) in communications, Sinch AB (publ) (XSTO: SINCH) announced on July 16, 2025, the implementation of the Model Context Protocol (MCP) within its Customer Communications Cloud. This initiative enables AI agents to effectively discover and utilize communication capabilities across messaging, voice, email, and verification services, thereby enhancing customer engagement on a global scale. The MCP represents a vital step in standardizing how AI agents execute various communication tasks, allowing them to autonomously manage complex interactions. Sinch's global platform currently orchestrates approximately 900 billion interactions annually for over 175,000 businesses across more than 60 countries, demonstrating its extensive reach and technical capabilities. According to Robert Gerstmann, Chief Evangelist and Co-Founder at Sinch, “AI is transforming how businesses communicate, and Sinch has the proven infrastructure to make it work at scale.” The MCP is designed to codify decades of communications expertise into a standardized format that AI agents can interpret, thereby ensuring effective and compliant interactions. Sinch’s customers have reported transformative results since implementing the MCP, including a global insurance company that handles 80% of customer requests in over 125 languages and a leading retailer that has tripled customer engagement using conversational AI in conjunction with Rich Communication Services (RCS). The growing trend towards AI in customer communications is underscored by Sinch's State of Customer Communications Report, which reveals that 95% of businesses are either using or planning to implement AI in their customer communication strategies. Furthermore, industry forecasts from IDC suggest that the AI platforms market is projected to reach $153 billion by 2028. Sinch's strategic partnerships with prominent companies such as Adobe, Salesforce, and Microsoft further strengthen its position within the enterprise AI ecosystem, facilitating seamless integrations that enhance its communication offerings. Laurinda Pang, CEO of Sinch, emphasized the company's commitment to pioneering intelligent communications, stating, “We envision a world where every business can harness the power of intelligent communications to engage customers effectively.” The implementation of the MCP is a crucial component of Sinch's broader strategy to provide AI-enhanced communication solutions. With established integrations for major AI providers like OpenAI and Anthropic, along with advanced routing systems, Sinch is well-equipped to support enterprises in deploying innovative communication strategies that meet the evolving demands of customers. As the landscape of customer communication continues to evolve, Sinch's Model Context Protocol promises to play a pivotal role in ensuring that AI interactions remain effective, compliant, and customer-centric, paving the way for future advancements in the field.